Prior to implementing our recommendations, Wiley’s CX team had to staff up each term to meet a swell in student support requests caused by a problematic registration process. Among the pain points experienced by their users were difficulty finding where to enter registration codes and trouble accessing a free trial. Wiley initially believed a complete redesign would be required, but by talking with their CX team and conducting user research, we identified a much more streamlined set of improvements that achieved results more quickly and cost-effectively.
Highlights
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Facilitated discovery research
To truly understand student pain points, Openfield interviewed the CX team and then observed students using the existing registration process across 28 usability testing sessions.
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Identified opportunities
We recommended 12 key UX improvements where modest, targeted changes could make a huge difference in the student experience.
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Delivered and validated quick wins
UX improvements were designed and validated to eliminate confusion, clarify next steps, and communicate options more clearly — without a full rebuild.
Results
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80%
reduction in support tickets
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81%
free trial conversion rate
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68%
free trial conversion rate increase from previous design